One of the key responsibility of a BA is to be prepared for the ever changing business requirement. This case study highlights how the team of BAs have facilitated a leading ‘life’ insurer transform their business. From ideation phase to documenting requirements; from customizing wellness tools to assistance in creating wellness programs, BA team has worked alongside customers to rebrand themselves. This project execution showcases how important the role of Business Analyst is in design thinking

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And Role of BA in Design Thinking
Strategic Business Transformation

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Industry Verticals
About L&T Infotech Ltd
 ‘Business-to-IT Connect’ Model
 Widely respected corporation
 Deep global relationships
 High corporate governance standards
10
258
FY2016
$887+Mn
Active clients
49 Fortune 500 clients
20,000+Employees
22 Delivery centers globally,
with 44 sales offices
L&T Infotech, part of USD 15 billion L&T Group, is the 6th largest
Indian IT Services Company

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Context
 Design is everywhere
 Design is making things
that people want
 Design Thinking is
thinking out of box
 Design Thinking is doing
things so businesses
are beneficial
 Design Thinking is more
creative than you think

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Project Background
Customer Profile
 Customer Is One Of The Oldest Life Insurance Companies In South
East Asia
 Market Leader With A Revenue Of Over $ 6 Billion
Business Challenges
 Significant Underinsured Young Population
 Silver Tsunami - Greying Consumer Base Mandates Preventive
Interventions
 Unpredictable Losses & Targets To Increase Investment Portfolio
 Revenue & Margin Pressures

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Defining Business Objectives – The Big Picture
 Redefine their Customer Engagement thorough
Omni Channel experience
 Transform into Customer-centric Service Model
 Rebrand Market Image
 Establish Digital Leadership
“Customer-driven, unified experience across
multiple touch-points”

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Business Transformation Journey
From
Life Insurance
to a
Life Company
1
We Started Here
2
3
 Market Research
 Future Trend Analysis
 Customizing HRA
 Tools & Calculators
Ideate & Prototype
Empathize & Synthesize
Test & Corroborate
 Loyalty & Wellness Portal & App
 Programs tied to Premium
Discounts
 Continuous Engagement with
health workshops & social media
 Loyalty Cards, Merchant
Discounts & Reward Programs
 Data for Better Underwriting
 Empirical Data for New ProductsAs-Is
 Traditional Business Model
 Customer Engagement mostly
during renewals & claims
 Risk Underwriting based on
limited data
 No defined Loyalty Programs
 Lifestyle Assessment Suite
 Intention based programs/ 21
Day App

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Solution Model
Transforming
Preventing
Engaging
 Created 360 degree view of customer
 Multiple touchpoints for customers
engagement
 Extensive use of Social Media Platforms
 Dynamic UX experience
 Lifestyle Risk Assessment
suite on 24 parameters
 Intention based health
programs
 Wellness tools & calculators
 Health Articles personalized
to health goals and needs
 Health promotions &
discounts through health
partners
 Better Risk Evaluation
 Better Underwriting
Decisions
 Get Closer to the Customer
 Rebranding as a Life Company

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Business Outcomes
 Deeper Consumer Engagement – 2 million user
participation in Wellness drive
 Customer Empowerment – 3 million users within
first year
 Intrinsic Return on Wellness
 Substantial Data – Lead Generation & Product
Design
 Brand Recall – 13% increase

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Role of a BA - Sampler
Collate Research Findings
Collate Geographical
Requirements
Create Content
Create Algorithms
Verify and Authenticate
with Experts
Create Wireframes
Stakeholder Walkthrough
UI & Branding

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BA = Design Thinker
 Anchored Innovation
− Intention based approach and related tools
− Lifestyle Risk Assessment suite with 24 health parameters
− Wellness tools & calculators address custom algorithms that address
local demographics
− Extensive use of Social Media Platforms
 Drove Differentiation
− Multiple touchpoints for customers engagement
− Better Underwriting Decision
 Increased Customer Satisfaction

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Skills That Worked
Analytical
Champion
of Change Conflict
Management
Critical
Thinking
Being
Assertive
Cultural
Awareness
Winning
Attitude

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What should you remember?
 Design is less thinking and more about action
 Design thinking is a user-centered approach to problem
solving.
 It is helpful to identify wicked problems
 It is a step by step process over multiple iterations.
Understand-Create-Learn cycle
 It helps BAs to evolve – from Product Owner to Program
Owner

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Learn more. www.baconvention.com
Thank You!
Aparna Kondapalli – Sr. Business Consultant
Akansha Jain – Sr. Business Analyst